AdSense Stats and Performance 101

Article:
As more and more people are getting into the AdSense game, there
seem to be many questions asked again and again by the
newcomers. Here, I have compiled detailed explanations to some
common AdSense terms, facts, and performance tips.

Terminology

Real Stats (Figures based on actual performance tracking updated
several times a day) Page Impressions: The number of times an ad
unit (a collection of 1 to 4 ads). If you have two ad units on a
page, then every time the page loads you get two page
impressions. Page Impressions DO include PSA (Public Service
Ads) and Alternate Ads. Clicks: The number of times someone
clicks on an ad. Clicks on PSA will be included in this stat as
well. Earnings: Money you've made.

Derived Stats (Figures calculated from the real stats)
Clickthrough Rate: Clicks/Page Impressions. It is expressed as a
percentage. Effective CPM:. Earnings per thousand page
impressions. Calculated by 1000 X Earnings / Page Impressions
EPC: Your EPC is not displayed because it does not really
matter. EPC stands for Earnings Per Click (Earnings/Clicks) and
is frequently talked about.

Facts (What we've discovered)

1. Stats Update Frequency/Delay: Although AdSense stats usually
updates every couple hours, you don't need to panic at all if
you see no change in your stats for over 12 hours. Even if other
webmasters are seeing normal updates.

2. Don't worry about anomalies in your stats during the course
of the day. These are not accurate. There could be delays in the
update due to one reason or another. Only when you see figures
for a new day can you know that the figures for the previous day
are not going to change any more.

3. Sometimes the stats are carried forward several days. This
happens when Google decides to freeze your clicks and earnings
for fraud checking/tracking purposes or server delays. Thus, you
may notice your earnings/clicks shoot straight up when you least
expect it. It is possible for your CTR to go up by as much as
10% and your CPM to raise $200 over the normal.

4. The update on the different stats are not synchronized. For
example, when you check your account, the page impressions may
be freshed updated, while the clicks and earnings are from two
hours ago. Thus, there may be a sharp drop/increase in the
derived stats. Due to this, you don't need to fret over all
these little bumps.

5. Often delays in updates foreshadow changes to the AdSense
program. For example, slow updates preceded introduction of
channels, TOS changes, and addition of new languages.

6. Channels are a great way for you to track the performance of
your ad on a particular page/site. If you want to use the same
code for all of your pages, you can also use the recently added
URL channels. Of course, channel data are delayed by two days.

Performance Tips

1. EPC doesn't matter! That is because you have absolutely no
control over your EPC. Your EPC is influenced by many variables
including your webpage content, advertiser's budget, seasonal
fluctuations and more. Thus, the productive thing to do is
concentrate on the factors that you have control over such as
CTR and page impressions.

2. How am I doing? Many of us probably wonder how we are doing
compared to other AdSense users, including myself. However, we
really can't get a good sense of the average if Google doesn't
disclose their figures, which they don't. Since people doing
well with AdSense generally don't like to reveal their earnings
due to the fear that they may be terminated by the program, any
discussion about an average EPC/CTR/CPM is a waste of time.

3. From various experiments by myself and other webmasters, we
can conclude (at least for now) that using image/text ads
instead of just text ads will dramatically decrease you CTR
because of various reasons. (i.e. fewer advertisers, banner
blindness etc.) However, the EPC is usually slightly higher.

4. Blend in or stand out? This is completely site dependent.
Sometimes, people will never click on your ads unless you
"trick" them into doing so, although this is not so good for
long term. Other sites will require your ad to scream in your
visitor's face to get good clicks. Do some extensive testing to
find out what's good for your site.

5. Make good use of the URL filter feature. Blocking repetitive
(eBay ads) or boring ads (free smilies) will definitely increase
your CTR.

6. Large rectangles placed above the fold will often generate
most revenue. However, this may not be a good long term solution
since such and ad is usually obstrusive and have little
aesthetic value.

7. If you run a forum site, you may notice that your earnings
are very low. Here is a solution: use a simple cookie-based php
script that only displays AdSense ads once every 10 page views
-- essentially a counter counts down from 10 to 0 and on 0
displays an AdSense block. Between the AdSense ads, display
regular banner ads. Although your AdSense page impressions may
be down, you will notice your CTR skyrocketing, and a large
increase in overall earnings.

In conclusion: Play around with your ad to maximize your
performance, and look at the big picture in your stats!

About the author:
Tony Zhu is the owner of an
online business resource website, InaWhim.com, the largest
free resource for the new and experienced home business owner.